Hey Trailblazers! I'm in sunny Provincetown and I still managed to get a badge-a-day done! (Kidding! I scheduled this the day before. I'm on vacation!). Anyway, today's badge is the Campaign Basics badge. Campaigns are a simple but powerful tool to connect your marketing initiatives to leads and contacts in your Salesforce database. Let's dive in and learn the important concepts of this great object.
MEET SALESFORCE CAMPAIGNS KEY CONCEPTS
- Campaigns help track marketing initiatives in detail.
- These can include traditional advertisements, emails, or marketing events.
- Marketers use campaigns to analyze how many leads they're generating, how much pipeline they're building, and how many deals they're closing as a result of marketing efforts.
- Group marketing programs together into hierarchies for greater visibility into the results of a large group of campaigns.
- Use Campaign Path, an optional component that shows how a campaign is moving through the pipeline.
- Select the Marketing User checkbox in the user detail page to make sure you have permissions to create campaigns.
ORGANIZE CAMPAIGNS WITH HIERARCHIES AND RECORD TYPES KEY CONCEPTS
- By using Parent Campaign field on campaigns, you can relate your campaigns to each other in a hierarchy.
- With a hierarchy, you can group campaigns into categories.
- Typically, three level hierarchies work best.
- The top level is the marketing strategy (i.e. brand awareness).
- The second level represents different dimensions of that strategy (product launch, upselling, etc.).
- The third level represents the individual marketing effort (August 2018 Email Ad).
- You can also group campaigns by time period (top level: year, mid level: quarter, third level: individual campaign).
- With campaigns in a hierarchy, you can see results not just for individual campaigns, but for the whole section of the hierarchy.
- Get more specific with record types.
DETERMINE WHO YOU'RE MARKETING TO KEY CONCEPTS
- Add a lead, contact, or person account individually from their record detail page.
- Add one or more members by clicking the Manage Campaign Members from the dropdown menu on the Campaign Members related list.
- Add one or more leads by clicking Add Leads from a campaign's Campaign Member related list.
- Add contacts from an account by clicking Add Contacts in the Campaign Members related list on a campaign and searching for the account name.
- Add members from the Contacts related list on an account detail page.
- Add members from a lead, contact, or person account list view.
- Add members from lead or contact report results.
- Import or add existing leads, contacts, and person accounts to a campaign with Data Import Wizard.
- Track members via campaign member statuses, but keep them consistent across the org.
REPORT ON YOUR CAMPAIGNS KEY CONCEPTS
- Built-in campaign reports let you easily see who your campaigns are targeting, who has responded to each campaign, and how much revenue they're generating.
- Campaigns with Contacts lists each of your campaigns and all contacts associated with them.
- Campaigns with Campaign Members shows how many campaign members have responded to each campaign.
- Campaigns with Opportunities shows all the opportunities generated by your campaigns.
- Group report results by campaign type to see how your email campaigns or events are performing.